Safely broadens distribution to Whole Foods Market stores

Safely, the home care brand founded by Kris Jenner and Emma Grede, is hitting Whole Foods Market shelves.

To celebrate this latest distribution achievement, the brand is rolling out a new scent that will be exclusive to the retailer—joy.

[Read more: Safely expands distribution to Kroger with exclusive fragrance]

“We take such pride in delivering scents and formulations that we know will provide a luxurious, long-lasting experience for our customers that not only work, but are created with clean ingredients,” said Safely co-founder Kris Jenner. “Our new scent, Joy, and all of our new products, are truly a labor of love. We could not be more thrilled about these products launching into select Whole Foods Market stores across the country just in time for the holidays, my favorite time of year!”

Featuring notes of yuzu, basil and sage, as well as spearmint, musk and licorice, the new fragrance will be available in the Universal Cleaner, Everyday Laundry, Dish Power Spray, Everyday Fabric Spray, Laundry Boost and Dish Squeeze products.

[Read more: Kris Jenner, Emma Grede’s Safely becomes B Corp Certified]

“Safely has always prioritized accessibility within the home-care industry,” said Safely co-founder, Emma Grede. “We want consumers to know that when it comes to the cleaning aisle, nothing should be compromised. Now being available in select Whole Foods Market stores, one of the largest retailers in the US, it makes us even more excited to bring Safely™ to more like-minded consumers and have them experience our way of cleaning.”